May 19, 2013
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Yahoo headquarters in Sunnyvale, Calif. / Paul Sakuma, AP

by Nancy Blair and Jon Swartz, USA TODAY

by Nancy Blair and Jon Swartz, USA TODAY

SAN FRANCISCO - Yahoo may be looking to extend its acquisition streak with social-blogging site Tumblr, according to media reports.

Citing unnamed sources familiar with the talks, Adweek reported the price tag may be as high as $1 billion. AllThingsD, also citing anonymous sources close to the situation, said a deal could take the form of an acquisition or a strategic alliance.

Adding fuel to the speculation: On Friday Yahoo announced a press event for Monday in New York, where Tumblr is based.

Yahoo's board plans to meet Sunday to decide whether to approve an all-cash offer for Tumblr, AllThingsD reported late Friday.

"We're focused on building the service (with acquisitions) and enriching the customer experience," said Yahoo CEO Marissa Mayer, who added she will be at the New York event.

A Yahoo spokeswoman declined further comment on Monday's announcement.

Mayer spoke briefly to USA TODAY late Friday after accepting an innovation award at a fundraiser here for disadvantaged students. She said she has intentionally kept a low profile since taking over as CEO nearly a year ago. "I've never had more fun in any job," she said.

Image-intensive social media platform Tumblr is popular among a younger crowd.

Tumblr's appeal is that it is considered "the new Facebook" among its devotees, says tech analyst Kevin Lee.

However, there he is risk, he adds. Unlike Google's acquisition of YouTube, a leader in the then-new category of online video, Tumblr is more of a blogger space for the content of thousands of users, Lee says.

Yahoo has been on a tear of acquisitions under Mayer as part of the company's efforts to reach a younger, more mobile audience.

In March, it announced it was scooping up social recommendation site Jybe and mobile news reader Summly, run by 17-year-old Nick D'Aloisio. It then said it would shut down Summly and incorporate it into existing Yahoo products.

Among its most recent announcements, mobile games developer Loki Studios this month said it would be coming into the Yahoo fold.